Manulife Mutual Funds has launched a new brand campaign designed to put investors minds’ at ease by telling them, “Investments Shouldn’t Always be on Your Mind.”
The ads are meant to reassure investors that if they do business with the Manulife, they can have peace of mind.
“At Manulife Mutual Funds, we want individual investors and their advisers to know that they can feel confident investing with us,” said Paul Lorentz, president of Manulife Investments. “We bring to the table more than 120 years of expertise in managing and protecting wealth. With our diverse and high quality mutual funds product line, we are well-positioned to help investors prepare for the expected and unexpected and to help secure their financial futures. People have busy lives to lead, and they want to have their investments grow and work for them, and not be a constant source of concern.”
The advertisements are running through the end of June in newspapers, magazines, in airports, as web banners and radio tags.
The ads, which are meant to be slightly humorous, show individuals so obsessed with their investments that they are reading a financial newspaper instead of taking care of their daily activities. In one ad, a hockey referee is reading a paper instead of overseeing players.
“Investors have been deeply affected by economic turbulence and uncertainty,” Lorentz said. “Investors are cautious and want to believe that they are investing with a company that has proven it can build client portfolios in a prudent manner. Manulife Mutual Funds has the long-term track record that says, ‘We can help prepare you for your future.’”
The campaign ties into Manulife’s Canadian division brand campaign that kicked off in the fall, focusing on the idea that “Life’s better when you’re prepared.”
As a companion to the campaign, Manulife Mutual Funds is also running ads that feature six of its top-performing mutual funds: Manulife Global Opportunities Balanced Fund, Manulife Diversified Investment Fund, Manulife Global Opportunities Class, Manulife Global Focused Fund, Manulife Strategic Income Fund and Manulife Yield Opportunities Fund.
These ads are running through the end of March in the Globe & Mail and La Presse newspapers, and a 30-second radio commercial will air on stations in Toronto, Montreal and Vancouver. Banner ads are running on various English and French investor news, business and finance websites.
The ads show a passport and highlight the performance of the six funds.
“We want to encourage advisers and their clients to take advantage of global investing opportunities at Manulife for their income, balanced and equity needs,” Lorentz said. “The ads’ theme is ‘help take clients’ investments on a world tour.’”